NBAE 6340 - Product and Brand Strategies

Spring. 2 credits. Letter grades only (no audit).

Enrollment limited to: students enrolled in the Cornell Executive MBA Metro New York Degree program. Offered in New York City at Cornell Tech.

S. Nasser.

Designing and implementing effective product and brand strategies is of vital importance for most firms. As product life cycles shorten and competitive activity leads to record numbers of product introductions, success in new products becomes indispensable. However, innovation is risky and most new products fail in the marketplace. Very often, ineffective marketing is the primary cause of new product failures. In the first part of this course, we will focus on tools and techniques associated with formulating successful new product strategies. We will cover topics such as business innovation, blue oceans, disruptive technologies, and product line design. The most effective product strategy is never complete, however, without an equally effective branding strategy to supplement it. Building a strong brand infuses the product with meaning and shapes the firm’s promise to consumers. That is why a well-established brand is the most valuable asset of many successful firms. In the second part of this course, we will examine the foundations of brand management and will focus on the tools and techniques needed to create a meaningful brand, position a brand, promote a brand, leverage brand equity, and communicate brand meaning via traditional and digital media.